*By Madison Alworth* Lingerie maker [Lively](https://www.wearlively.com/) operates by its own rules and standards, and new partner Nordstrom wholly accepts the brand's independence. "We are a non-markdown, non-sale brand," Lively CEO Michelle Cordeiro Grant said Friday in an interview on Cheddar. "We started speaking with Nordstrom over two years ago, and they're the one retailer that was willing to build our experience, the Lively pop-up, within the Nordstrom environment." Lively pop-ups will appear online and in 11 different Nordstrom locations, and Grant, who spent her early years at large retailers like Victoria's Secret, said the department store encourages her company to play by its own rules. The Nordstrom deal is the first partnership between Lively and a traditional retailer. Collaborations of this kind are not necessarily new, but Grand said this relationship is unique. "I saw the power of brand and brand equity, but also the dilution that can come with sales and markdowns," she said. Sticking to a single price prevents buyers' remorse and leaves consumers satisfied, knowing they're always getting the best deal ー Lively doesn't discount, but the brand doesn't hike prices, either. It also makes the company fiscally well-rounded, Grant added. "We have the pleasure at Lively of not sweating our way to Black Friday and Cyber Monday, we're not fourth-quarter heavy. So, having the whole year to drive your business is critical." The Lively partnership is just the [latest](https://www.businessinsider.com/nordstrom-leans-on-instagram-famous-brands-like-lively-2018-8) deal highlighting Nordstrom's commitment to the future of retail. Nordstrom recently inked deals and partnerships with strategic, Instagram-famous brands like Reformation and Allbirds. "I think they really value brands that are focused on community and really bring an experience over and above just the product," Grant said. For full interview [click here](https://cheddar.com/videos/digital-first-brand-lively-teams-up-with-nordstrom).

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